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The Department of Internal Affairs (DIA) issued the civil infringement notice, its largest ever, under the Unsolicited Electronic Messages Act.

The DIA’s electronic messaging compliance unit manager Toni Demetriou said The Warehouse had been investigated and formally warned in January 2011. More complaints this year led to another investigation that established 132 breaches.

“Obtaining the recipient’s consent as well as acting on unsubscribe requests from recipients are critical elements of the Unsolicited Electronic Messages Act 2007,” Mr Demetriou said.

“If a recipient uses an unsubscribe facility within a commercial electronic message then the recipient has withdrawn their consent to receive future marketing messages.”

He said it was critical companies and organisations had robust policies and procedures around their email and text message marketing practices.